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It’s been said again and again: A successful business must differ itself from its competitors on social media. Determine who your audience is and speak to them accordingly. Be present on social media so your customers can find you.

BUT, a company needs much more than just a presence on social platforms. A successful company will have a brand personality that draws a customer in and keeps them engaged to retain them as a loyal fan of the brand.

Here are 3 ways to build a brand personality online:

1. Know who you are.

You, above everyone else, needs to know what your brand represents. Take a day and discuss the following: What is our unique selling proposition? What specific demographic are we targeting? Where is our demographic on social media? What content would our demographic want to engage with?

By getting to know your brand BEFORE setting up a social presence, you’ll be on the right track to creating a personality that will resonate with your fan base on a deeper level. This foundation is key to any company hoping to infiltrate and stand out among the millions of other messaging on social media. Plus, it’ll give your fans a connection to your company that they’ll remember.

2. Have a strategy.

Once you’ve established who you are a brand, it’ll make strategizing that much easier. At this point, take time to document a solid digital marketing plan. Then, think about how you can incorporate a successful content marketing, social media and paid support strategy.

Remember that these documents are not final. They should always be evolving as your company, brand and product evolve. Having said this, each strategy should be thoroughly thought through and executed as accordingly to who you are as a brand.

3. Hire the right team.

Don’t wing social media, especially with a brand new personality. Trust us, it won’t end well. If this is not your strong suit, trust someone with experience to handle all digital marketing so that you can focus on other things.

Who can you hire? A social media director, a digital strategist or a community/brand manager will do the trick. There are so many names for people who do the same type of work that it’s dizzying. No matter who you go with, make sure that they’re comfortable on social networks, can create quality content to help your brand stand out and know how to read metrics to understand what’s working and what’s not.

No matter if you’re a newbie or highly experienced within the space, building a brand personality is key to running a successful company online. With knowledge of who you are as a brand, an overall digital strategy and the best team to help execute your ideas, you’ll be well on your way.

Tell us: Does your business have a brand personality? If so, what is it?

No matter if you manage a small or large community on social media, one question always remains: What’s the most effective way to measure growth and effectiveness of one’s social efforts?

As any community manager knows, engagement and ROI is often difficult to measure. If you decide to focus on only one metric to measure success, you risk it fluctuating and negative results can occur with subsequent reports. When social platforms change, so do the way we need to measure them. Here’s what you should focus on:

1. Engagement: Although it shouldn’t be the only metric to measure, it’s definitely a good place to start. Engagement represents users (and/or current customers) interacting with your content and brand. By tracking overall engagement (comments, likes, posts, RTs, mentions, etc.) manually or with a program, you can determine how well your brand is doing within the community.

2. Sentiment: Often thought of as a difficult metric to measure, sentiment is very helpful to understand and could ultimately better your customer service efforts. “Social listening” is a hot phrase in the social world, but truly understanding what your customers are saying about you online can help you determine how your brand is currently being viewed and where you could improve within the community in the future.

3. Conversion: This metric is very important because every business wants to determine how their social efforts are translating into actual sales. Typically, social managers use Google Analytics and other tracking measures (query strings, etc.) to see how visitors find you and ultimately purchase products. Creating unique coupon codes or links to specific website pages will only help you stay organized.

4. Leads: Leads are measured because they will (hopefully) evolve into conversions for your company. Being able to predict future conversions from the tentative leads you’ll receive will help shape your overarching digital strategy. Don’t forget to also focus on measuring traffic from social media sites to help count such leads.